The ready-to-drink (RTD) cocktail market has exploded in recent years, transforming from a niche category into a global juggernaut. Once the domain of cheap, sugary, canned concoctions, RTDs now compete with the sophistication of bar-made cocktails, appealing to consumers who crave convenience without sacrificing quality. But for producers, creating consistently superior RTD cocktails in this fiercely competitive landscape is a high-wire act that demands innovation, precision, and a relentless focus on consumer tastes — all while battling a crowded field of rivals.
The High Bar Of Quality
Crafting an RTD cocktail that stands out begins with a paradox: it must replicate the complexity and balance of a freshly mixed drink while surviving the rigors of mass production and shelf stability. A bartender can tweak a cocktail on the fly — adjusting the bitters, dialing back the citrus, or swapping various other components based on the day’s batch of ingredients. An RTD, however, has no such luxury. Every can or bottle must taste identical, whether it’s the first or the millionth off the line, and it must hold up for months without any loss of quality.
The RTD Cocktail Consumer Conundrum
Today’s drinkers are savvier than ever. They’ve been educated by craft cocktail culture, social media mixologists, and a pandemic-driven boom in at-home bartending. They can spot a subpar RTD a mile away. Too sweet, too flat, or too artificial, and they’re not shy about calling it out. Loyalty is fleeting; a single disappointing bottle or can could send them to a rival brand.
Meeting these expectations means nailing every detail. Mouthfeel matters as much as flavor. Carbonation levels, viscosity, and even the temperature at which the drink is consumed can make or break the experience. Packaging plays a role, too. A sleek can with beautiful branding might signal quality, but if the flavor doesn't match, the illusion shatters. Just as a fancy bottle looks nice and is appealing on the shelf, but does the liquid inside deliver? All things to consider when attempting to craft a quality RTD.
The Relentless Pursuit Of RTD Excellence
Creating a superior RTD cocktail isn’t just a matter of mixing spirits and juice, it’s a grueling test of creativity, science, and grit. Producers must anticipate trends, outmaneuver competitors, and endure unpredictable market conditions, all while delivering perfection in every sip. And for those who succeed in this risky endeavor, the rewards can be high: a loyal following and a shot at redefining the category.
2024 RTD Royalty Award Winners
Our RTD Royalty Award goes one step further than our Editor's Choice Awards. Transcending any product categories, we've crowned an exclusive number of brands who submitted a minimum of (3) individual products for testing, recognizing them for producing the most impressive lineups of ready-to-drink cocktails that we evaluated throughout the entire year.
Excellence, indeed, can be elusive in the world of ready-to-drink cocktails. However, it did not evade the following brands which we've proudly declared — in no particular order — winners of our 2024 RTD Royalty Award. They say good things come in threes, but in our opinion, the following three RTD cocktail brands aren't just good, they're exceptional. Congratulations to the brands and all of the people behind them on being named to this exclusive list. All hail the king!
Mission Craft Cocktails
Mission Cocktails submitted six different varieties of ready-to-drink bottled cocktails for evaluation during the year, scoring one silver medal, three gold medals, and two platinum medals during testing. Mission's 2024 Editor's Choice Awards winning cocktails include their "Best Overall" Mai Tai, "Top Pick" bottled Old Fashioned, "Top Pick" Jalapeno Pineapple Margarita, and "Top Pick" Manhattan, in addition to their highly rated traditional ready-to-drink Margarita, and bottled Cosmopolitan cocktail. View all Mission Craft Cocktails Ratings & Reviews.
Toucan Cocktails
Toucan's innovative ready-to-shake, mix-at-home packaging — with two separate cans containing the cocktail's spirit and drink mixing ingredients — is reason enough to praise the brand, but it's what's inside those "2 cans" that really impresses. Toucan submitted three different classic cocktails for evaluation, securing two gold medals and a platinum medal during testing, while also taking home Editor's Choice Awards "Top Pick" accolades for their Lemon Drop Martini and Bourbon Old Fashioned, and a "Best Overall" recognition for their canned Margarita. View all Toucan Cocktails Ratings & Reviews.
Seven Days Cocktail Co.
Seven Days submitted a total of six different ready-to-serve cocktails for evaluation during 2024, tallying impressive scores and receiving three gold medal and three platinum medal ratings during our testing. 2024 Editor's Choice Awards winners include a "Top Pick" Spicy Blood Orange & Passionfruit Margarita, "Best Overall" Cara Cara Orange Old Fashioned, "Best Overall" bottled Espresso Martini, and a "Top Pick" Pineapple Daiquiri, in addition to their highly rated Strawberry & Cucumber Margarita and Passionfruit Cosmopolitan. View all Seven Days Cocktail Co. Ratings & Reviews.
2024 RTD Magazine Editor's Choice Awards
Interested in working with RTD Magazine and learning more about submitting your RTD cocktails for ratings, reviews, and awards? Please contact us for more information.
